The Super Bowl just wrapped, and we couldn't resist reviewing the ads through a marketing effectiveness lens. What worked? What didn't? And what can we all learn from the biggest advertising stage on earth?
A single 30-second Super Bowl spot now costs $8 million.
Total campaign costs, including production, celebrities, and amplification, can land between $15 and $50 million per brand. That price tag has grown faster than viewership, making the stakes higher than ever.
Effectiveness lessons from Super Bowl 2026
What was the biggest mistake brands made?
Waiting too long to reveal who the ad was for. Too many brands saved their logo for the final seconds, leaving viewers confused about which brand was being promoted. Attention without attribution is wasted money.
Which brands nailed their distinctive assets?
Budweiser's Clydesdales, Pringles' can and mascot, and T-Mobile's magenta all showed up loud and clear. Consistency beat novelty every time.
Did "product as hero" still work?
Absolutely. The most memorable ads featured the product prominently throughout. Pringles built a boyfriend out of chips. Xfinity used Jurassic Park to demonstrate internet reliability. The product wasn't an afterthought in this year’s ads.
What about category entry points?
They were largely missing. Very few ads connected to real buying moments or mental availability. Brands focused on entertainment over building associations that drive future purchases.
Did celebrity overshadow the brand?
Some celebrities made people laugh, but they're not worth the price if people can’t remember the brand behind the ad. Celebrity should support the message, not steal the spotlight.
Why did music matter so much this year?
Ads with distinctive songs proved far more memorable. Hellman's "Sweet Caroline" parody and Budweiser's "Free Bird" stuck with viewers long after the game ended.
“Super Bowl Commercial Cost Guide”
This resource from AdWave breaks down exactly what brands pay for Super Bowl advertising and why costs keep climbing faster than viewership.
Build for the long game.
"Consistency is the true mark of greatness."
— Damar Hamlin, NFL player
This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts.
